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H-E-B's Super Bowl Spot Seeks to 'Name This Salsa'

Winner will receive $5K gift card

January 28, 2015, 05:21 pm
By Meg Major, EnsembleIQ

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In a high visibility campaign that blends engagement, humor and consumers' affinity for new products, H-E-B is enlisting the help of customers to select a name for its new Primo Picks salsa, which will headline the retailer's 60-second spot set to air between the third and fourth quarters of the upcoming Super Bowl on Sunday, Feb. 1.

As its ninth Super Bowl commercial to air alongside some of the most pricey – and memorable – TV commercials throughout the year, San Antonio-based H-E-B's game-day spot features one of its partners globetrotting from his native Rio Grande Valley to Finland, Peru and Italy in search of carefully curated foods for its specialty line of Primo Pick private brands.

The spot closes with a shout out for viewers to submit a name for the new salsa, which will appear in H-E-B stores on Super Bowl weekend sporting a label with a simple question mark on the front.

The choice of salsa to engage Texas consumers via the airways follows a similar effort H-E-B employed during last year's Super Bowl weekend that invited customers to help identify a locally sourced Primo Pick, which generated more than 600 entries.

Since first launching its signature specialty line in early 2012, H-E-B's Primo Picks – which the regional retailer describes on its website as "unique, tasty and cool products you may never have heard of or tried before" – has expanded from roughly 500 to more than 4,000.

The contest, which is open to current Texas residents age 18 and up, ends April 14. The $5,000 grand-prize winner will be announced by June 1, while the main stipulations required of entrants is that their suggested product name must not have a registered or pending trademark.

By Meg Major, EnsembleIQ

About Meg MajorEnsembleIQVeteran supermarket industry journalist Meg Major brings a wealth of experience to her role as Chief Content Editor of Progressive Grocer. In addition to her editorial duties, Major also spearheads the retail food industry’s premier women’s leadership recognition platform, Top Women in Grocery. Follow her on Twitter at @Meg_Major, connect with her on LinkedIn at www.linkedin.com/in/megmajor, or email her at [email protected]